Constant Connectivity

There have been a handful of shifts in marketing, in which the emergence of digital marketing had been the one with the most dramatic consequences. One of the greatest transformations we see now is the shift to constant connectivity, and the multiscreen reality it enables. This trend has a monumental impact on everyday people as the richness of business possibilities continues to flourish. The greatest shift- the collective movement from online sessions to online lives- has implications that expand the possibilities for connecting with people and consumers in ways marketers once never imagined possible. What distinguishes great marketers is their unwavering focus on peoples needs, behaviors, intentions and wants and an ability to avoid the shiny temptations of marketing solely to things such as devices, channels, technologies. As technological innovations continue to consume our lives exponentially it is more important than ever to stay focused on the  people and motivations behind the screens and technologies emerging.

In this constantly connected world with smartphones owned by nearly one billion people world wide, tablets, desktops and a new generation of wearable devices blurring the boundaries between them, people come to rely on them instinctively, determined to find instant and relevant information. People are driven by convenience and speed. Just the fact that 77% of mobile searches are at home or at work (places where people are likely to have desktops computers) indicates the shift in which consumers are becoming more empowered, mobile and connected- but still freer than ever before.

The constant connectivity is resulting in new consumer behaviours. They move sequentially, simultaneously and interchangeably between devices. They signal moments that matter to them. Research from Google indicates that 90 % of multiple device owners switch between screens to complete tasks, using an average of three different combinations every day. During holiday season there was an increase in frequent purchases due to the ability to shop from multiple devices across a greater number of categories. As screens continue to infiltrate consumers lives there are more consumer-initiated touch points and moments that matter in which the marketer can leverage.

The power now lies in shifting the concept of relevant information to making that information relevant and accessible in the moments that matter to the consumer. This is where the real marketing power and consumer expectation lies.

For Google, known to be one of the most popular brands among millennials, their key focus has always evolved around relevance and immediacy. By delivering services and information that people find useful as opposed to intrusive they have succeeded in becoming the most globally eminent companies in the world.  

In order to successfully gain and keep the attention of our audiences, a mental shift is in order. An organization needs to stop thinking of consumers as passive “audiences”. They are communities. They must be trusted even though letting go of control entails risk. People can spread false information, rumors and nasty reviews that companies cannot control. However, in the new digital era this is just a transition from people talking to one another in physical settings. Companies must enact the same respect, courtesy and space to communicate that you would if you were face to face. The impact and scope may be different, but the rules remain the same. A community is a community.  

Ignore more online advertisement

The transition from traditional marketing to digital marketing does not only promise more timely and relevant advertisement. The vast amount of advertisements consumers are exposed to is causing them to create a defense mechanism and ignoration of certain kinds of ads. According to results from a Goo Online Advertising Survey, 82% of Americans ignore online ads, ahead of television ads at 37%, radio at 36% and newspaper at 35%. 92% of Americans ignore at least one type of ad seen every day across six different types of media.

The online advertisements most likely to be ignored include online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). Overall, the 65+ age group ignored the most, while the 35-44 age group ignored the least.

42% of the respondents reported that interactive ads are the most engaging claiming that they look more interesting (20%), don’t feel like it is an ad at all (15%), and look new and high tech (12%). More than 58% of americans and 69% of millennials (18-34) reported that in order to pay more attention to the online ads, they would need to either make the add more funny(40%), make it entertaining(32%) or add stunning graphics (19%).

10% of Americans even said they were more likely to pay attention to an online ad if it featured a sexy man or woman. Millennials are more likely than any other age group (21% vs 9% of those 35+) to say they would pay attention to online ads if they were interactive.

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